M aroon

e di a

Spread
the
LovEd
 iNDEX
5...................................... Campaign Summary

10 .................................. Situational Analysis

12............................................................................. Internal Factors
15............................................................................ External Factors
15..................................................... Competing Forces and Challenges
18............................................................................ Relevant Publics
19...................................................................................... S.W.O.T.

24 .................................... Research Findings

25 ............................................................................ Research Goals
26 ...................................................................... Research Questions
27 ..................................................................... Sampling Technique
29 ..................................................................................... Findings

35
33.............................................................................. Interpretation

......................................... Campaign Plan

39............................................................................ Target Publics
40....................................................... Key and Supporting Messages
40....................................................................................... Goal 1
42 ...................................................................................... Goal 2
43 ...................................................................................... Goal 3

47 .............................................. Appendices
48 .............................................................................................. Appendix A
62 ............................................................................. Appendix B
70 ............................................................................. Appendix C
the team
Chandler Reeder
Account Manager
hometown: ocala, fl

Courtney Maladecki
research director
hometown: orlando, fl

Megan Stanford
copywriter
hometown: West Palm Beach, Fl

Jasmine Lang
media director
h o m e t ow n : w e s t p a l m b e a c h , f l

Megan McClain
creative director
h o m e t ow n : o k i n a w a , j p

3
letter
Dear Dr. Springer,
to
the client
It is with great pride to present to you Maroon Media’s campaign plan for LovEd.
When we were first introduced to your product back in January, it was met with high
intrigue. LovEd is offering the public a form of education on a subject we all show
interest in.

It was after attending a Clarity event in February when Maroon Media fully realized
how necessary and valued the LovEd program is to the community. The process of
creation was fueled by a determination to present a campaign that would aid LovEd
in current accomplishments, as well as keep up with the stride towards progress.

After spending the past several months brainstorming, researching and analyzing
data, Maroon Media has produced a campaign for LovEd. This plan is specifically de-
signed to be integrated smoothly into LovEd’s current path of development. Maroon
Media understands the need for rationale when designing a plan that is to be imple-
mented at the soonest point of convenience for LovEd.

Feel free to contact me if you have any questions.

Sincerely,

Chandler Reeder
Account Manager, Maroon Media
maroonmediafsu@gmail.com
(352) 361.6903

4
the campaign
Introduction
Maroon Media has been determined to providing a strong, accurate campaign
plan for Dr. Isabell Springer and LovEd. This book details the extensive research find-
ings and steps taken to create a larger following for LovEd. The campaign was devel-
oped after conducting several surveys and secondary research. With that, Maroon
Media titled the campaign “Spread the LovEd” with intentions to extend the reach of
LovEd to a larger audience.

Situation Analysis
LovEd posits several obstacles, the main issue being that Dr.Springer and the
structure LovEd lack credible branding. Currently, LovEd has had issues communicat-
ing their product to their target market and the identity of Dr. Springer is relatively
unknown outside of the current following of LovEd attendees which mostly includes
friends or current clients of Dr. Springer.
In order to rise above these issues, LovEd and Dr. Springer should reach out to their
target audience through social media and other publications such as newspapers, spe-
cialty magazines and radio stations that already consists of LovEd’s target audience in
order to gather a loyal following.

research Methods
In order to determine the current interest of LovEd for the intended audience of
adults ages 25-55, a series of quantitative surveys were sent out. Overall, Maroon Me-
dia acquired 300 total survey responses and a campaign was built based on the analy-
zations of the results. Based on the surveys, Maroon Media was able to determine the
following:

The target audience are not interested in paying for LovEd products or events
The target audience primarily uses Facebook as a means for finding out event informa-
tion.

5
research Findings
Maroon Media developed two research surveys that were sent out to the target
public. The results from this research determined the best outlet the client should use
to spread information about LovEd, the comfortability of how much people are willing
to pay for LovEd materials, the preferred color and logo that best represents the brand
perception of LovEd, the willingness of the target market to engage with LovEd and the
most favorable way to label the client.

Current LovEd Logo: 3.7 of out 5 men liked it, while only 3.1 out of 5 women liked
the current logo

Events: 71.7 percent of the respondents, both married or in relationships, said

that they would not be interested in attending a LovEd event. 53.3 percent of the re-
spondents who are single, divorced or widowed say they would be more open to attend-
ing an event.

LoveSeat Teaser: 47 percent of the respondents lost interest within the first min-
utes of the teaser video.

Future videos: 94 percent of respondents said they would not be willing to pur-
chase more videos like the LoveSeat.

Logo for Love Education: 58 percent of responders chose the pink logo.
Most credible title: 57.1 percent of respondents chose “therapist” as a credible title for
the client.

Payment for LovEd events: 62 percent of the respondents would not pay for a
LovEd event after learning more about what the program includes.
Willingness to pay for event: 15 percent of respondents would only pay $10 to $20 at
the most for an event. 12 percent would pay $21 to $30, 5 percent would pay $31 to
$40, 3 percent would pay $41 to $50 and 3 percent would pay $51 to $60.

Target publics
The main target for this campaign are females between the ages of 25 to 55 within the
North Florida community.

6
Campaign Goal
The goal of the “Spread the LovEd” campaign is to increase Facebook content and
interactions and increase brand awareness through interviews, articles and radio ad-
vertisements.

Summary of objectives
Objectives deal primarily with quantifiable progress. They focus on measuring ex-
pansion of social media presence, printed press, involvement with community. Maroon
Media’s listed objectives also concentrate on developing the LovEd events to be more
accessible and appealing to the target audience, by making the events short to allow for
time constraints and lowering the ticket price to increase attendance.

Summary of Strategies
The strategies for Maroon Media’s campaign plan revolve around the importance
of creating a connection through social media and increasing engagement with their
audience through LovEd’s. It is also important to increase traffic to the website so more
of the target public is reading Dr. Springer’s blog. The strategies intent is also to cre-
ate a LovEd street team that will interact with potential attendees through festivals and
promotional materials.

It is almost important to lower the price of a LovEd event ticket to become more
accessible to the target public, as well as adjusting the length and quality of LoveSeat
videos to bring up viewership.

Summary of Tactics
Tactics support strategies through small steps. Some of these steps include inter-
acting with LovEd’s Facebook audience by providing incentives to engage, such as tag-
ging a friend in a comments section to receive two tickets to a LovEd event. Other steps
encourage making connections with other local businesses and reporters in the area in
order to increase community support.

Lots of steps include written promotion, such as buying advertising space on

Facebook and sending press releases to local newspapers and radio stations. Creating a
street team that represents LovEd is another way to engage the community by handing
out promotional LovEd materials at festivals and events.

7
Timeline
The duration of this campaign will run from May 1, 2016 to November 5, 2016.
The timeline specifies when to post online content and highlights other important
events and tasks.

Budget
There is no specified budget for this campaign. However Maroon Media has pro-
vided a suggested plan consisting of the average prices of print and radio advertise-
ments throughout Tallahassee, Gainesville and Jacksonville.

Evaluation
The LovEd Facebook page will be analyzed using the Insights analytics tool to
gage reach and engagement.

Other aspects of the campaign will be analyzed monthly based on performance

of the media pitches in various media types and the amount of new attendees to LovEd
events or followers on the LovEd Facebook page.

Conclusion & recommendations

The main issues concerning LovEd is the lack of product need from the target
audience, the lack of identity in regards to Dr. Springer, and overall message of LovEd.
The strategies and tactics suggested by Maroon Media will be easy for LovEd to initiate
immediately and repeated at their willing. The current goal of the “Spread the LovEd”
campaign is to gain a larger following and establish awareness for LovEd and Dr.
Springer through the use of social media, interviews, and paid media. By incorporating
these strategies and tactics, in the long run, LovEd will garner more profits and an even
wider following throughout the rest of Florida.

8
9
situational
analysis
executive summary
The problems for LovEd have all stemmed from a central obstacle, which is a
lack of credible branding of the client. The client is the face of the LovEd company,
therefore the way she is perceived by the target audience directly impacts the success
of the company. Currently there is a branding issue with the color palette of the logo.
The client also wants to pursue a video series which creates the task of determining
the need to broaden the company’s reach through these video series.

The company, LovEd, has gone through many changes in identity, from start-
ing out as “Love 101” and then transitioning into “Driver’s Ed for Love” before ulti-
mately becoming “LovEd”. Due to this constant instability in regards to a foundation
for the company, Maroon Media is creating a campaign plan that can be transitioned
seamlessly with LovEd’s current standing. The research is angled to be beneficial
and conducive to the current steps LovEd is taking. This approach is intended to be
utilized to its greatest capacity by reinforcing the current structure of LovEd, as op-
posed to destroying and rebuilding.

From the findings and secondary research, Maroon Media has decided to shape
the research questions and methods in a way that will help strengthen the client’s
product by narrowing the target audience, analyzing and identifying the best media
outlets to convey information, and creating a campaign suitable for the target audi-
ence.

11
problem statement
The client, Dr. Isabell Springer, does not have a substantial amount of awareness for
her product, which stems from the issue of there being a lack of credible branding for
the company, LovEd. This makes it difficult for the intended audience to fully trust
and believe in the product that the client has to offer, therefore stunting the growth of
LovEd.

Situation Analysis
Internal Factors
● Mission:
According to the LovEd website, the company’s mission is to encourage personal
and emotional development through community engagement as well as online resourc-
es, in order to build a healthy and open relationship. Dr. Springer, the creator of LovEd,
believes that there is a cultural problem with the way people grow up and expect love
and relationships to be. Dr. Springer wants people to take advantage of the products
that the company has developed, such as the webinars, conversational speeches, live
polling, and other resources that are on the LovEd website.

Overall, the main mission for the company is to establish a following of people
who want to continuously learn, listen and grow with a community to become “rela-
tionship ready.” To “Be Relationship Ready” is to have the ability to reach emotional
maturity by having awareness of yourself and the impact on your partner. The research
conducted determined what definition connects best with target audience.

12
● vision:
The client’s vision is to gain a following of people who are open about their emo-
tions and relationship and have a willingness to grow. Dr. Springer wants to create an
“entirely new model for love.” The intention is to make her programs available to ev-
eryone, no matter what their location is. The goal is to eventually get people to use Dr.
Springer’s programs all over the world. She wants to achieve this global engagement by
creating webinars. The goal is to eventually become a mostly online entity, and discon-
tinue in-person events.

● values:
Trust, community and self-improvement are the three pillars of LovEd. The val-
ues of the LovEd organization also extend into community, self-development and com-
munication. The programs are intended to be conversational rather than a seminar or a
lecture. The values of the programs are based around emotional maturity, relationship
and education.

● organizational History:
As previously mentioned, LovEd was formally known as “Driver’s Ed for Love.”
Dr. Springer has been developing a conversational speech that she can use for her pro-
grams. It has taken her the last six years to develop, evaluate and conclude an official
one-hour conversation that she can incorporate into her programs for both college
students and adults in the 25 to 55 age range. In the past, students in the Business pro-
gram at the University of Florida attended a LovEd event and came back with results
concluding that LovEd as a whole is a “powerful product.” These are findings that we
have yet to access. This was done well before the LovEd website was established and
launched. This testing was also done by the students when the organization was origi-
nally called “Drivers Ed for Love.”

In 2015, “Drivers Ed for Love” was rebranded and renamed into LovEd. The sole
reason for this name change was because the original name targeted a younger audi-
ence. Dr. Springer originally wanted the target audience to be college students, but then
expanded the age range to 25 to 55 when the rebranding occurred. The current target
reach is an older audience.

13
● organizational Structure:
LovEd is an educational organization with the goal to inform people about the
vast intricacies of love and emotional availability. The structure of this program is com-
prised of two people, the founder, Dr. Springer, and the CEO. Dr. Springer is a relation-
ship therapist who created the program based off her own career and experience with
marriage and love. This two-person team creates potential benefits for Maroon Media,
such as the ability to communicate and gain viewpoints from a small channel rather
than multiple perspectives, thus providing solid answers. With that said, it may also
prove to be a weakness due to a possible bias, or lack of additional information that
may be beneficial to the researchers.

● Funding:
There is currently no budget provided by the client to put into this campaign,
which can create restrictions in terms of implementing extensive research. This setback
will be visible in the disbursement of promotional materials, which would be used to
drive traffic to the website in order to increase attendance for the organization’s events
and views on The LoveSeat videos. A source of revenue towards this organization would
be from tickets to attend the events.

14
External Factors
● Trends or Issues Emerging in the Industry:
An issue in the existing industry of love may be that people in this society are al-
ready happy with how they perceive relationships and don’t need this program. Accord-
ing to CNN, based on a 20 year study conducted by the University of Michigan’s Lon-
gitudinal Study of American Youth, Generation X reports being “active, balanced and
happy.” Generation X consists of people who were born between 1961 to 1981. Those
now 30 to 50 year olds make up 84 million of the American population.

This is a huge portion of LovEd’s perspective target market and they may not see
the benefits outweighing the cost of paying the allotted amount for each LovEd event.
This study also found that Generation “Xers” are remaining married as opposed to
Baby Boomers, or those born between 1946 and 1964 and who are currently 51 to 70
years of age. According to the U.S. Census Bureau, since 1996 the divorce rate in the
United States has continued to decrease each year. Though LovEd does not specifically
target single individuals or divorcees, those 30 to 50 year olds who are already in “hap-
py” relationships or are married may not feel the need to seek information on emotion-
al relationship education.

● Competing Forces:
Faith-based organizations are a competing force for LovEd. People tend go to
their personal church to talk about their relationship problems with spiritual leaders
and other people that they are already comfortable with through years of friendship
and common interests. Individuals are more likely to be comfortable talking to some-
one who shares their faith and values rather than a stranger, even if it is a “love thera-
pist.” People naturally go to their priest or religious confidant in times of need and
advice.

A large problem that LovEd faces is the competition of readily-available “hook-

up” applications and websites that compete for users who are also looking for love. The
target audiences for these other compatibility websites seem to overlap with LovEd’s
audience. The target age for Tinder is roughly 25 years old, which coincides directly
with LovEd’s lower age range goal. This competition will affect the amount of users
that LovEd will ultimately be able to attract, especially with how simple and “easy” of a
hook-up culture Tinder and Grindr promote. Not to mention that these competitors are
mostly free to join.

15
 The online smartphone applications make instant connections extremely easy
and are readily available to use from any location, such as the comfortability and conve-
nience of one’s own home.

Dating websites are competition for the target market of older single individuals
looking for a serious relationship. The relationship-based dating websites, such as OK-
Cupid, eHarmony and Match.com, are rivals for LovEd when competing for individuals
who are looking for a more serious and long-lasting relationship. One major issue that
LovEd faces, however, is the realization that people tend to just join a dating website
instead of trying to better themselves in becoming “relationship ready” first.

● Challenges:
Funding: LovEd has a huge funding issue. The decisions that the company makes
are not based on research because there has not been any funding allocated specifi-
cally towards research. To increase growth, the client needs to have more resources and
information in order to expand. Currently, there isn’t an exact figure of where LovEd is
spending all of its money, or where the money has been coming from. Further data will
need to be collected, and a visual representation will need to be created on how they
earn profit.

The lack of funding is detrimental to gaining a following. The cost of the events
and the idea of paying to watch these videos automatically isolates people who may not
have enough money to pay, but are interested. The client has shown interest in chang-
ing and expanding the target audience from 35 to 55, to 25 to 55 years of age, which
may be detrimental when understanding that young professionals usually start off with
a lower income. Research may indicate that the cost of entry is too high, or the planned
cost of the videos are unreasonable.

With the transition from Drivers Ed for Love to LovEd, there has not been enough
events to show or support the trend of followers. There are anonymous surveys taken
at the end of the LovEd events, but the data from that was presented to the research-
ers proved to not be beneficial in regards to the campaign plan. Also, the client is trying
to transition her current platform into online webinars instead of having the in-person
events.

Dr. Springer’s online presence has not been built up as much as she would like
it to be. The Facebook page for LovEd does, however, have almost 3,000 “likes.” The

16
Twitter account also has over 600 followers. While these followings are positive, the
content on the social platforms do not represent the mission or ideals in a way that can
stand as the main method for gathering information about the company. The client’s
YouTube video series is in the process of being developed. These videos are intended
to produce interesting content that would ultimately help to transition from in-per-
son events to an online presence. A big challenge for the research geared towards Dr.
Springer’s new goal is lack of consistency in the way that she portrays the LovEd brand-
ing, identity and credibility.

● Interest and Need:

Due to the vast competition from dating websites and hook-up applications, as
well as the decrease in traditional dating, gaining an interest in Dr. Springer’s program
is going to be a challenge Maroon Media will face. Potential customers may feel that
there is no need to become “relationship ready,” or may fear that admitting they need
help to become emotionally available for a relationship could be perceived as a sign of
weakness, or having lack of skill in a common human experience. The interest may fade
due to people’s discomfort in discussing their own issues and weaknesses, especially
when having to do so in front of a multitude of people present at a LovEd event.

An interesting issue identified by the client is that the current American culture
does not teach society to be emotionally prepared in a relationship, and increases emo-
tional detachment, therefore Maroon Media must demonstrate to the audience the
need for this product.

Convenience: Convenience is a major issue that LovEd is currently facing. Dr.

Springer is based in Gainesville, Florida, which means that potential clients who might
are interested in learning how to become relationship ready will have limited access
to her. Traveling to Gainesville is an inconvenience, especially to those located out of
state. Dr. Springer has only held LovEd seminars in Gainesville, which limits her po-
tential audience to local residents. To widen her potential fan base and make it more
convenient for attendees, LovEd seminars should be held in multiple cities.

Cost is a major factor for potential participants. The convenience of price is

something that the company has to take into serious consideration when trying to get
customers to join the program. A higher price is a major inconvenience because it may
make people less likely to pay for the events that the organization holds. The current
price per event, ranging from $50 to $100, can be inconvenient to potential users.

17
 A lower price would make it more convenient and therefore more available to
customers, giving LovEd a larger potential target market. Maroon Media will be con-
ducting research to back up these accusations.

Relevant Publics / Stakeholders

● Key publics and stakeholders:
The target audience for LovEd includes females between the ages of 25 to 55.
These women will most likely be single individuals. They may or may not have had
previous relationships, however, the program is also open to couples. These individuals
will most likely be in the upper-middle class due to the cost of attending the events. The
individuals may have children from a previous divorce.

●Demographics and other relevant

characteristics:
The client specified a target audience of 25 to 55-year-old women. The idea is
that no matter what age you are, love is the goal for everyone. The client also feels that
people of all ages will be able to benefit from LovEd because there is a human need for
love and commitment from another person. Maroon Media hopes that the research will
be able to narrow down the current wide-range target audience into a more susceptible
public. This would hopefully make it easier to advertise the product and make it more
relatable. For example, a target audience of 30- year-olds might raise issues in variance
of communication for advertising and branding.

18
S.W.O.T. Analysis
● Strengths:
Based on the current analysis and meetings with Dr. Springer, it seems that the
company itself is a very beneficial resource for the population. It is a relationship edu-
cation based company that requires community involvement to build one’s personal
development. Dr. Springer claims that the LovEd program is unlike any other that is
currently out there in this culture that is saturated with sites promoting romantic love,
such as Tinder, as a solution to the void of emotional love. LovEd is looking to fill this
void, and promote healthy relationships where partners are confident in themselves
and in their choice of partner.

● Weaknesses:
Internally, the company has weaknesses that include lack of funding for the re-
searchers and very minimal staff. Externally, the set price range for the different in-
dividual seminars is between $50 to $100, which seems too pricey when taking into
consideration that there is no tangible item given to the attendees of the events. A lot
of persuasion will be needed to encourage an audience of people to see the necessity of
this product. There will be research to back up this accusation.

Also, due to LovEd being focused on community involvement in a topic that is

typically sensitive, a lot of people may be hesitant in attending an event because it in-
volves such personal information. Finally, since the company plans on switching to a
completely online format, the current following of LovEd might become discouraged
due to the change.

● opportunities:
The LovEd program allows for interaction between people with a common goal.
Also, since this is such a sensitive topic, the company allows for community support,
therefore people who take part in LovEd through the online site or seminars will feel
supported by a large community of like-minded people. In the future, Dr. Springer
envisions her program branching out into other parts of the country, ultimately making
it a global entity. Dr. Springer eventually wants to build a network of educators to have
LovEd seminars all over the world.

19
● Threats:
Threats to the growth of LovEd include competing organizations geared towards
singles, such as dating websites and hook-up applications on smartphones. Potential
users might see couple’s therapy as a more intimate entity that can improve their rela-
tionship, instead of a larger group setting that occurs at LovEd events. Couples therapy
allows for a one-on-one setting, which is something that does not occur in a LovEd
event with Dr. Springer. This is an external threat because another company is directly
affecting the success of the client. There are also some internal threats as well. The bud-
geting structure within LovEd could be threatening their success. It is a formula, de-
ciding where money gets allocated, that is vital to the success of the company. Maroon
Media will address these threats and issues, and formulate a campaign that will entice
singles to choose LovEd in their journey for love over the other competing forces.

internal
strengths weaknesses
•Lack of funding
•Benificial source •High price
•Not like other sites •Sensitive topic
•Antithesis to Tinder •Retention of the follow-
•Engages romantic love ing from events to online

opportunities threats
•Community support
•Relationship sites
•Engage with like-minded
•More intimate programs
individuals
•Budgeting structure
•Possibility for expansion
•Common goal company

external
20
Goal Statement
The goal of LovEd is to create a one stop resource where people feel that they can
trust the education given on love, relationships and personal development.

Current Situation
● Development:
The rebranding of the company occurred over the past year when the LovEd web-
site finally launched on January 11, 2016. Moore Communications was not in contact
with Dr. Springer on January 22, 2016, but the communication has since been re-
kindled. As of right now, Maroon Media has communicated with Dr. Springer through
email and in-class Skype conferences. In these meetings she has identified that they
have not attempted any advertising, and Moore Communications was the main source
of PR up until now. The role of Moore Communications in the rebranding of the com-
pany was establishing the new website, ultimately giving the client the tools to update
social media, and then using that direction to try and attract an audience that the cli-
ent appeals to. Moore Communications also created the new graphics and logo for the
LovEd brand. There was an incident where Moore Communications was not in contact
with the client for a certain amount of time.

● Current position:
Situation: The client currently needs to establish a presence within the com-
munity, as well as create and strengthen an online presence, while also being able to
communicate with their target audience about what the organization is and what it can
provide. Currently, LovEd has launched a website and has also begun a web series. The
current audience reach is mainly in Gainesville, based on where the majority of her
events take place and the fact that she herself is based and resides in Gainesville. LovEd
does not currently have any marketing or advertising to expand the reach much fur-
ther.

21
● Direction:
Maroon Media is planning on helping LovEd achieve the goals of expansion, how-
ever, there are some problems that need to be addressed before that can happen. Dr.
Springer elaborated on her definition of “being relationship ready” which was helpful in
regards to the campaign, but the definition of what LovEd represents is still vague. This
clarification could help the campaign because the campaign may be able to redefine it-
self in any way necessary to achieve the ultimate goal. Dr. Springer’s ultimate vision for
the company is to eventually extend to a global network, as well as build and improve
an online presence. Dr. Springer did not speak on definitive goals, such as gaining
1,000 followers on Facebook by a certain time, or having 600 subscribers to her You-
Tube videos.

She prefers to think about ideas on a broader spectrum, and intends to evaluates
her success by improvement. The campaign and research will help her set quantita-
tive goals that she can measure, as well as plan a schedule. Maroon Media’s goal for
the campaign is to create enough research to understand who goes to her events, who
is the most interested, what Dr. Springer should do to create a successful online plat-
form, and how to reach out and engage more participants/customers. Maroon Media
will implement this research to formulate resources and materials that will help build
LovEd into the strong network that the client hopes it to be in the future.

● obstacles:
Early on, obstacles began to arise during the process of communication with Dr.
Springer. One of the main problems being that Maroon Media’s client had yet to clearly
define the goals of their organization. During the discussions with Dr. Springer, aspira-
tions for the company’s success has varied and continues to broaden. This might be an
issue for Maroon Media, as it can increase the difficulty of creating a concise campaign
that fulfills the requirement of validity in the research. Maroon Media will resolve this
issue by conducting a variety of tests, and researching each aspect of the client’s goals.
This will be done in order to create a campaign that identifies the main issues and
strong points of the client’s organization that Maroon Media can build upon to lay a
stronger foundation that supports a more successful future for LovEd.

Outside of this main issue, the rest of the obstacles deal with credibility of the
client, Dr. Springer, who is the face of the organization. Maroon Media will be testing
the reaction of the identified target audience to see how this credibility is perceived and
how it affects interest in the organization. One other issue is the lack of concrete demo-

22
graphics, which is currently 25 to 55-year-old single women. This is a very broad cat-
egory, and Maroon Media will be conducting research to test if this is the best possible
target audience, and if it needs to be narrowed or broadened.

Currently, LovEd has no funding for their project, which is detrimental in terms
of advertising through promotional materials. Maroon Media hopes that by driving
traffic to the purchasable online videos and local events that LovEd will have an in-
crease in budget that they can use to expand their current marketing.

● resources:
According to LovEd and Moore Communications there is limited research spe-
cifically for LovEd. The client did inform us of some demographic data that she col-
lected after a few events. The client is also readily available to speak to us on Skype and
through text or phone calls. Also, the client has invited Maroon Media to attend one of
the LovEd events, however, the client plans to stop hosting these events and instead
transferring to an online format.

The client really doesn’t have a concrete plan, every time the client speaks to the
class something has changed in her program. Maroon Media continues to adapt their
research and campaign plans to the needs of the client. As for implementing the cam-
paign, Maroon Media needs to discuss more with the client as to what exactly she is
expecting out of a campaign. So far, the client has told Maroon Media what she wants
in research, but there has been little discussion about the actual campaign.

23
research
executive summary
The following pages are the findings of Maroon Media’s research for the campaign. The
results are meant to aid the client and the direction of the company. The interpretation
of the results are included as well to help the client understand what they should make
of all the information. Several infographics illustrate the main ideas and findings of the
research, making it easy to visualize the roots of the campaign plan. Survey data and
items are collected in the Appendix.

Research Goals
● To determine the best outlet that the client should use to disperse LovEd infor-
mation
● To assess how comfortable people are with paying for LovEd materials
● To analyze color and logo on brand perception
● To strategize which target markets are most willing to engage with LovEd
● To determine how the client should be addressed

The purpose of the research conducted was to determine whether there actually is an
interest in LovEd based on the client’s current target market. The purpose was also to
determine if the current color scheme and logo best represents the LovEd brand.

25
Research Questions
● RQ1: What title best fits the client’s position in LovEd?
● RQ2: Is the target market interested in attending and paying for LovEd events?
● RQ3: Would the target market be willing to pay for “The LoveSeat” videos?
● RQ4: Which social media outlet would best fit LovEd for interacting with their
target audience?
● RQ5: Does the current color of the LovEd logo best represent “love education?”

Research Objectives
● To conduct at least 75 surveys from the target market by March 14, 2016. The
target audience consisted of people over the age of 25. Maroon Media was able to
acquire 93 survey responses.
● To conduct at least 100 color and logo surveys by March 14, 2016. The target
group was college students over the age of 18 years old. Maroon Media was able
to acquire 209 survey responses.

Method
•resources:
The population sampled for Survey 1 consisted of Florida residents ages 25 to 50+. Sur-
vey 2 had a population of Florida State University enrolled students over the age of 18.

26
Sample & Sampling Technique
● surveys:
Maroon Media surveyed 93 people for the first survey through the use of conve-
nient sampling. The survey was sent to members of the target audience of 25 to 50+
year olds mainly in North and South Florida. A member of the team contacted former
professors and family members in order to reach the target market.

Maroon Media surveyed 209 people for the second survey through the use of con-
venient sampling. The survey was sent to college students over the age of 18 years old at
Florida State University. Members of the group sent the surveys out to current and for-
mer classmates. Convenience sampling is the process of choosing a sample that is not
random and involves choosing participants based on their availability to the research-
ers. Convenience sampling was chosen because Maroon Media did not want to spend
an unnecessary amount of time advertising the survey to the Tallahassee community
due to the fear that not enough people would respond in a timely manner.

● Survey 1: n= 200
● Men and Women ages 25 to 55
● Survey 2: n= 600
● College students over the age of 18 years old

● instrument:
For Survey 1, there were 19 questions related to the perception of LovEd events
and videos, what type of social media the target audience uses to learn about events
and to determine what title gives the best credibility to the client. These surveys were
sent out via the online survey platform Qualtrics through convenient sampling.

For Survey 2, there were five questions related to the perception of the LovEd
logo and its color scheme. These surveys were sent out via the online survey platform
Qualtrics through convenient sampling.

27
● data collection procedures
Survey 1 was sent out to former professors, family members and friends to dis-
tribute to their colleagues. They then sent the Qualtrics link containing the surveys.
Survey 2 was sent to former and current classmates through emails containing the
Qualtrics link. Each of the surveys were analyzed using SPSS.

● research timeline:
● February 28- Contact former professors, family members and friends to help
distribute the surveys to the target audience
● March 1- Email Professors, family members and friends with link to Survey 1 to
send to target audience
● March 14- Email current and former classmates with link to Survey 2
● March 20- Analyze and finalize research results

● data analysis:
Maroon Media imported the data from the qualtrics survey into SPSS and iden-
tified means on particular variables to be established after the collection of data. The
variables included gender, age, and relationship status. This means that in the data
analysis a variable was isolated and then the valid percentages and means were record-
ed. The results are depicted in infographics on the following pages.

28

Findings
In Survey 2, which researched logo and color perception, the current logo for LovEd
was questioned. The respondents were asked, “How well does this logo represent Love
Education? five stars being best, one star being worst.” While the general mean of all re-
spondents is 3.24 out of 5 stars, the target audience for the client is women, so it became
necessary to isolate that variable and compare it.

approval rating of
current logo
Men

3.7 out of
5
Women

3.1 out of
5
29
The data analysis showed that of the responses, 47 percent of survey takers lost inter-
est during the first minute of the teaser video. It also showed that 15 percent of respon-
dents lost interest between the 1 to 2 minute mark and 18 percent lost interest during
the 2 to 3 minute mark. Followed by that, 6 percent of responders lost interest at the
3 to 4 minute mark, while at the 4 to 5 and 5 to 6 minute mark 3 percent of responders
lost interest.
Attention Span for
"The loveseat" teaser

62% of people stopped

watching within
the first two mins

0:00 1:00 2:00 3:00 4:00 5:00 6:00

62 percent of respondents said they would not pay for a LovEd event after hearing what
the program entails. 15 percent said they would be willing to pay $10-20, 12 percent
said they would be willing to pay $21-30, 5 percent said they would be willing to pay
$31-40, 3 percent said they would pay $41-50 and 3 percent said they would pay $51-
60.
Determining the perfect
Loved price range
Only

38% of people are

willing to pay
for an event

30 $0 $10-20 $21-30 $31-40 $41-50 $51-60

 According to the findings, a 71.7 percent of married people or those in a would
not be interested in attending a LovEd event. However, 53.3 percent of single, divorced
or widowed couples are more open to attending a LovEd event.

Would you attend a LovEd Event?

71.7%
53.3%
40%
18.2%
6.7% 10%
yes no maybe

Single/Divorced/Widowed

Married/In a relationship

The survey asked “Which title would you consider most credible when discussing
your concerns with love and relationships?” This question was asked after the Love-
Seat video was shown with the intention of questioning which title best identified Dr.
Springer. The most credible title was “therapist” at 57.1 percent followed by “counselor”
at 25 percent and “doctor” at 14.1 percent.

Who are you?

educator

57.1% 25% 14.1% 3.6% 0% 31

 After being shown the six minute teaser for Dr. Springer’s proposed series “The
LoveSeat” there was a question that asked “Would you be willing to purchase more vid-
eos like the previous one shown?” 94 percent of respondents said they would not and 6
percent said they would. When constructing this question the research team wanted to
see general willingness rather than specific price.
Are people willing to pay for

"The loveseat"

94%

6%
no yes
Based on the findings, 58 percent of responders felt that the pink themed logo best rep-
resented “Love Education” as opposed to the current LovEd logo design.

Which logo represents

the most?
4%
12%

13% 58%

13%

32
Interpretation
Based upon the research findings, LovEd’s proposed goal to shift their audience
from in-person events to the internet through The LoveSeat videos would not be advis-
able. Attention span was the first item tested after participants watched the short teaser
of The LoveSeat. The survey was taken by the target market of LovEd and a majority of
them lost interest within the first two minutes. People’s attention is not being held by
the subject matter.

Following the video, the participants were inquired about price as well. Almost
all of the participants were not willing to pay for The LoveSeat or similar videos. Gen-
erating interest is the most important factor in shifting to a new medium or launching
a new product. The LoveSeat videos are not attracting the target market and paying
for them is even more unfavorable to them. With this in mind Maroon Media plans on
strengthening what LovEd has already established since people currently do attend in-
person events and the seminars have only been held in Gainesville.

After a brief explanation of the setup of LovEd and what goes on at a Clarity
event, the interest was tested. Singles and those in a relationship were compared in
their answers. Married people are more adamant about not going to the event than
single people. Although there were less single participants who showed interest, the
singles said that they might go to an event.

Price inhibits some members from attending the events. Most people said they
would not pay for a LovEd event, similar to the video, but over 30 percent said they
would. Obviously the lower the price the more attendees. This shows there is a general
interest amongst them, but they aren’t sold yet. With consistent advertising and more
information, Maroon Media believes that the client will gain a larger audience.

Some other research conducted assessed what title would best identify Dr.
Springer for her role in LovEd. To Maroon Media’s surprise, “therapist” was the title
that people most identified with discussing concerns about love and relationships. Ma-
roon Media would suggest using “Relationship Therapist” as Dr. Springer’s title rather
than “Fearless Leader” to increase credibility and approachability. No one identified
the term “educator” with the content of LovEd.

Social media is important to send information. 89% of participants said Facebook

for their main source and 11% said either Twitter or that they don’t use social media.

33
 In addition to testing title options for Dr. Springer, the team conducted a sepa-
rate survey researching the perceptions of logo color. The color most people identified
with romantic education was the pink logo, which is expected because of the historical
ties with love and the color pink. Yellow and purple tied for second. Even though yellow
isn’t the least favorable, people don’t immediately identify it with the subject. The logo
as a whole has a fairly high approval rate, but women like it less than men. Maybe in-
corporating the pink would identify to women more and make it more appealing.

34
campaign
plan

35
Executive Summary
The main theme of Spread the LovEd is to significantly increase brand recogni-
tion within the target public, grow product awareness and increase audience inclusive-
ness for the company LovEd. Through online and face-to-face interaction with Dr.
Springer, and the use of promotional materials, Maroon Media believes these goals will
be achieved.

Spread the LovEd campaign’s key message is to convey information about Dr.
Springer’s interactive educational seminar about romantic development that provides
attendees the opportunity to participate in open discussion, hands-on sharing activi-
ties, and personal time with the founder.

The three goals set to be accomplished are to increase Dr. Springer and LovEd’s
online presence, grow the population’s awareness of the client and make LovEd be
more accessible to the target audience.

The target public for the campaign includes the population of Gainesville and sur-
rounding areas that fall into the 25 to 55 age range. Maroon Media wants to strengthen
LovEd and Dr. Springer’s following and recognition before widening the target audi-
ence to other major cities. Once the overall awareness is greater for the North Florida
community, the client can begin to branch out more and bring LovEd to a larger public.

Objectives, major strategies and main tactics to increase the

clients online presence include:
• Objective 1: Grow engagement with target public through Facebook by 40%
• Strategy: Through Facebook interactions and specialized posts, LovEd can more
directly interact with their target public.
• Tactic: Provide tangible incentives to LovEd attendees to check-in on Facebook dur-
ing events.

• Objective 2: Increase visits to website by 30 percent

• Strategy: The website also hosts Dr. Springer’s blog and if gains more readers, more
people will be likely to attend the LovEd events.
• Tactic: Use Facebook provided algorithms to increase Facebook advertisements to
reach the target audience.

36
The second goal to improve awareness of the client include the
following objectives, major strategies and main tactics:
• Objective 1: Over the course of six months, generate 500 percent more promotional
materials in Gainesville.
• Strategy: Create connections with the local Gainesville media including reporters by
pitching LovEd and gain popularity and media placement.
• Tactic: Send press releases to local newspapers, radio stations, magazines when in-
troducing LovEd and Dr. Springer.

• Objective 2: Attend three festivals over the course of six months throughout Florida.
• Strategy: Create a LovEd street team that actively promote LovEd through materi-
als, conversations, and presence at festivals and events where large groups of people
will gather.
• Tactic: Create promotional items with the LovEd logo such as pamphlets, posters,
cards, buttons, stickers, etc.

The third and final goal of the campaign plan is to make the
client more accessible to the target public.
• Objective 1: Each ticket cost to decrease by 25 percent.
• Strategy: By decreasing ticket costs, more people will attend the LovEd events be-
cause the most decisive factor is money.
• Tactic: Creating promotions of early bird specials for discounted ticket prices will
encourage more attendees.

• Objective 2: Lower time commitment to LovEd event audience by two hours.

• Strategy: By increasing organization and cutting some points, the event can be
shorter to entice more attendees.
• Tactic: Start the events on-time at previously advertised start time.

• Objective 3: Increase LoveSeat video views by 60 percent in the next six months.
• Strategy: Shorten the duration and be more concise on the content of LoveSeat vid-
eos to keep up with audience’s attention span.
• Tactic: Shorten video time length down to 4 minutes.

37
Introduction
The theme of this campaign plan is intended to be a simplistic approach that
can seamlessly transition into LovEd’s current style, voice, target audience and path of
progression. Due to LovEd’s rebranding (LovEd being the successor of Driver’s Ed For
Love and Love 101), Maroon Media realized it would be detrimental to attempt a relay-
ing of a foundation. Instead, this plan is meant to strengthen and reinforce the current
structure of LovEd. By focusing on promotional materials, incentives and creating a
better branding of LovEd, it will be easier for the public to understand what LovEd is
and represents.

A key message we want to deliver is the client’s creation of an educational semi-

nar that teaches attendees about romantic attraction and emotional maturity. The sup-
porting messages are increasing awareness of LovEd by enhancing the current brand of
LovEd.

The goal for Maroon Media revolves around strengthening the engagement
LovEd has with the current community in Gainesville. This will ease the transition in
moving to other communities outside of central Florida. Maroon Media wants to in-
crease LovEd’s online presence, awareness and make the LovEd events more accessible
to a wider audience. Objectives range from increasing engagement on social media, as
well as garnering more traffic to the website. The intent of other objectives is to make
LovEd events more inclusive and affordable, as well as making the LoveSeat videos
more attention grabbing. Tactics are the steps Maroon Media advises the client follows
in order to create contacts with local newspapers, radio stations, and coordinators of
festivals. The tactics also help reach out to the target public and make a more interac-
tive environment within LovEd’s social media.

The timeline of this campaign will span over the course of six months. Maroon
Media chose a shorter time span in order to comply with LovEd’s desire for more rapid
growth. To allow a longer timeline would be unnecessary, especially as LovEd has spent
six years redeveloping and relabeling, it is best to focus on enhancing the current pro-
gram.

The budget is minimal to nothing, so most of the work will be done through social
media, as well as press releases. Main expenses will be buying advertising space within
newspapers, magazines, and radio time.

38
Target Publics
The main target for this campaign are females between the ages of 25 to 55 within
the Gainesville community. The idea behind selecting this audience, which ranges
from young professionals to mothers and divorcees, is to encompass a group of people
with an interest in developing emotionally mature tendencies, as well as learning more
about successful romantic relationships.

This identified group has been provided by the client, and Maroon Media hopes
to reach them through the North Florida community. The specified location is impor-
tant to this campaign plan, as researchers have concluded LovEd must strengthen their
current foundation in local areas before expanding to a wider audience. Our client’s
current identification and branding in Gainesville is more appealing to this target pub-
lic as well. With these considerations in mind, Maroon Media decided to keep this main
group as the target, and conducted research identifying aspects of interest and prefer-
ence within this group.

Campaign Plan
Introduction:
The following information contains the goals, strategies and tactics that will increase
the awareness of LovEd by enhancing the strengths of the company through social me-
dia and community involvement.

Theme:
The theme of the Spread the LovEd campaign is to increase brand recognition, product
interest, and audience inclusiveness through face-to-face and online interaction with
the community.

39
Key and Supporting Messages:
The key message for this campaign is that the client has created a seminar on romantic
development to educate and empower a community of singles and couples so that they
are able to grow in emotional maturity.

Supporting Message 1: Strengthen the current LovEd brand, and generate more
interest through consistency in terms of representation of the client.

Supporting Message 2: Expand the awareness of LovEd within target communities

through periodic social media posts as well as enhancing and strengthening the current
foundation of the company.

goal 1
Grow and strengthen client’s
online presence.
Objective 1: Increase engagement with target audience through Facebook by 40
percent.

Strategy: It is important for LovEd to create a connection with the followers on their
Facebook account, as it is currently their most popular social media outlet. Their
posts needs to be angled more specifically to what LovEd caters to (romantic educa-
tion) and need to be phrased in a way that starts engagement with the Facebook audi-
ence.

Tactic 1: Encourage current followers of the LovEd page to tag a friend in the com-
ments section of a post, use an incentive such as two free tickets to a LovEd event.

Tactic 2: Provide tangible incentives to LovEd attendees to check-in using Facebook

during events.

Tactic 3: Follow other local programs and seminars to make connections with start-
ups in the area.

40
Objective 2: Increase traffic to website by 30 percent.

Strategy: The website is a main source of information outside of the Facebook, and
can be useful to garner a following from the target audience without social media. The
LovEd website also doubles as a blog page, and it is important to increase readers of
this aspect of the website.

Tactic 1: Connect the LovEd website through the Facebook page so people who are
following the LovEd page are made aware of the website as well.

Tactic 2: Buy Facebook advertisements that promote the website, and use Facebook
provided algorithms for the target audience that already like dating pages, LovEd’s
page, and follow under the target age group.

Tactic 3: Post a teaser on the LovEd Facebook page in regards to blog posts, Love-
Seat videos, and LoveSeat events and the link.

Tactic 4: To generate more blog content, start a Q&A session where people submit
anonymous questions to Dr. Springer on the LovEd website in the style of an advi-
sory column.

41
 goal 2
Enhance awareness of client.
Objective 1: Produce five times the quantity of promotional materials in community
over the course of six months.

Strategy: Pitching LovEd to local Florida media is not only a way to spread the word
about the company, but also a helpful step in creating connections with local media.
Eventually, this will pay off and reporters will be more apt to help LovEd as it pro-
gresses in popularity within the community.

Tactic 1: Create press releases introducing LovEd and Dr. Springer to send out to lo-
cal newspapers, radio stations, magazines, etc.

Tactic 2: Purchase LovEd ads in Florida newspapers and magazines that are target-
ed to LovEd’s audience.

Objective 2: Attend three festivals over the course of six months throughout Florida.

Strategy: Create a LovEd street team; a group of people that actively promote LovEd
through materials, conversations, and presence at festivals and events where large
groups of people gather.

Tactic 1: Create or use current promotional items such as pamphlets, posters, cards,
buttons, stickers, etc. These should contain the LovEd logo.

Tactic 2: Have a street team attend Florida events with LovEd promotional and in-
formational materials to answer questions about LovEd and Dr. Springer.
A street team is a group of people hired to promote and educate a company or event
to the public.

Tactic 3: If possible have Dr. Springer accompany the street team as much as pos-
sible so people can have personal interaction and attach a face to the brand.
42
 goal 3
Make LovEd more accessible to the
target audience.
Objective 1: Decrease cost per event for attendee by 25 percent.

Strategy: Money is a huge factor in decision making, especially for people on a bud-
get. LovEd needs to cater to the smart shoppers within their target audience, and
make small changes to make their program more affordable.

Tactic 1: Manage budget for events by receiving offers with catering, as well as being
frugal with decorations.

Tactic 2: Renting space can become more expensive as time goes on, as seen with
the Gainesville venue The Wooly. By budgeting time during the event, LovEd can
save money and won’t have to charge guests as much to attend.

Tactic 3: Implement Buy One, Get One promotion when purchasing tickets by a
certain date.

Tactic 4: Entice early purchasing of event tickets with an early bird special for a re-
duced ticket price when purchasing an event ticket within the first five days of event
registration becoming available.

Objective 2: Decrease duration of LovEd events by two hours

Strategy: Practice how the LovEd events will run in order to increase organization
and fluidity during the actual evening presentation.

Tactic 1: Start the events on-time at the precise time posted through the event sign-
up page.

43
 Tactic 2: Create and hand out brochures that consists of an outline of the event and
includes a time-frame for each topic in order to stay on track throughout the event.

Objective 3: Increase LoveSeat video viewership by 60 percent over the course of six
months

Strategy: Adjust the duration and content of LoveSeat videos.

Tactic 1: Decrease duration of time of each video down to 4 to 5 minutes.

Tactic 2: Change the setting of the videos to have a less distracting background and
a more professional setting

Tactic 3: Create organization of topics discussed in video to make for easy flow of
discussion, as well as retention of interested audience.

Evaluation:
Facebook will be evaluated using the Facebook Insights tool. The Insights tool
will have catered information about the LovEd page’s “likes,” reach and engagement.
This tool will allow the client to pinpoint the interests of the target audience and aid in
building the identity of Dr. Springer.

The campaign will be analyzed at the end of each month in order to address any
major changes or responses to the web content, advertisements or interviews. Another
analysis will be conducted at the end of six months. The entirety of the campaign will
be analyzed, along with the overall failures and successes that were encountered. If the
client chooses to have LovEd seminars during the duration of this campaign, further
evaluations should take place to determine if aspects of this campaign plan factored
into their attendance.

44
Implementation of Timeline
and Budget
Timeline:
This campaign will span from May of 2016 to the first week of November of 2016. For a
detailed schedule, see Appendix A.

Important Dates to Remember:

May 9 to 24, 2016: Hire and train a LovEd Street Team
May 24 to 26, 2016: Record Radio Advertisement
July 4, 2016: Fourth of July festivities in Jacksonville
September 24, 2016: The Tallahassee Writers Conference and Book Festival
November 5 to 6, 2016: Downtown Festival & Art Show in Gainesville, Fl

Budget:
The client has not allotted a budget for this campaign. However, Maroon Media
has still chosen to produce a suggested budget for LovEd with the knowledge that the
company does not have much funding. The budget has been adjusted to fit this crucial
aspect of the campaign and Maroon Media has implemented strategies that will have
minimal expenses to the client.

There will need to be funds available for radio advertising, digital and print ad-
vertisements, as well as funds used to continue producing the promotional material of
t-shirts and bookmarks that the client currently uses. The average cost of a 30-second
radio advertisement ranges from $500 to $1,500. Gainesville ranges from $500 to
$600 per advertisement, Jacksonville ranges from $700 to $1,500 per advertisement
and Tallahassee ranges from $600 to $800 per advertisement. Newspaper prices for
print advertisements range from $38 to $99. Gainesville Sun costs $63 per advertise-
ment, Jacksonville Free Press costs $38 per advertisement and Tallahassee Democrat
costs $99 per advertisement.

The outlets that the client can use to generate awareness without loss of funds
will be done through social media platforms such as Facebook. Press releases will be
pitched to local reporters in the Gainesville, Jacksonville and Tallahassee areas, which
will be free media coverage for LovEd.

45
Refer to Appendix B for more details on contact information.
See Appendix C for a list of media and festival contacts.

Conclusion
The main problems facing the client are the lack of credibility due to inconsis-
tency in branding, as well as limited awareness to the desired target audience. Research
showed that 47 percent of the target audience lost interest when shown the teaser Lo-
veSeat video that the client is trying to launch, leading Maroon Media to focus on the
strategy of strengthening her current platform, as well at the LovEd events, rather than
creating this new branch. Research also showed that 89 percent of the target audience
uses Facebook to learn about local events, leading Maroon Media to suggest an empha-
sis on branding through this more readily available and convenient entity. This will also
allow the maintenance of periodic posts to help build up credibility and interest, as well
as a platform to promote and direct traffic to the LovEd website, BeReltionshipReady.
com.

The strategies and tactics that are suggested for implementation in this cam-
paign plan provide the exact steps that must be taken to achieve the desired success
that LovEd is trying to attain. Utilization of these steps in the near future will aid in
strengthening the brand platform, as well as bring more awareness of LovEd and the
client.

The campaign goals are set up for the client as overall objectives to achieve by
the suggested timeline, such as growing and strengthening the client’s online presence,
enhancing awareness of the client and making LovEd more accessible to a wider audi-
ence. Completion of these goals will lead to the success of the overall mission of LovEd
which is to provide the opportunity for everyone to experience real love, as well as
reshaping the broken dating scene and promoting a society in which everyone has the
relationship awareness needed for a healthy, fulfilling life.

46
appendices
 appendix a
LovEd Survey #1 Questions
Q1: Thank you for participating in this survey. We are glad you’re helping us con-
duct research for the College of Communication and Information. All responses are
anonymous.The records of this study will be kept private and confidential to the extent
permitted by law. In any sort of report we might publish, we will not include any infor-
mation that will make it possible to identify a subject. Research records will be stored
securely and only researchers will have access to the records.

Q2: What is your current relationship status?

❏ Married
❏ Divorced
❏ Widowed
❏ Single
❏ Dating

Q3: If single, are you currently seeking a relationship?

❏ Yes
❏ No
❏ Unsure

Q4: Do you currently feel emotionally mature enough to be a part of a healthy roman-
tic relationship?
❏ Yes
❏ No
❏ Unsure

Q5: Have you used an online dating site before?

❏ Yes, and I liked it.
❏ Yes, and I did not like it.
❏ No, but I am willing.
❏ No, and I never would.

48
Q6: Referring to the previous question, please select your preferred online dating site.
If you have not used an online dating site before, please select “I have not used online
dating sites before.”
❏ Match.com
❏ eHarmony
❏ Tinder
❏ Other
❏ Choose not to answer
❏ I have not used online dating sites before.

Q7: Which social media outlet do you use to learn about local events?
❏ Facebook
❏ Twitter
❏ Instagram
❏ Pinterest
❏ Tumblr
❏ Other
❏ I do not use social media

Q8: On a scale of 1 to 7, with 1 being not comfortable at all and 7 being completely
comfortable, how comfortable are you with discussing personal topics such as relation-
ships, family issues, financial security, etc., in groups ?
______ Slide the pointer (1)

LovEd is a business based out of Gainesville that aims to encourage personal and emo-
tional development through community engagement as well as online resources in
order to build a healthy and open relationship. During a LovEd seminar there are three
main components. The first part of LovEd is delivered by Dr. Isabell Springer, the cre-
ator of the business. It is an approximately one-hour lecture to help people become
relationship ready and emotionally mature. The second part is an interactive activity
in which you reflect on your own emotional maturity with other attendees. The third
section is a social, open bar and interactive time to engage with several members of the
community and their businesses.

Q9: Would you attend a LovEd event?

❏ Yes
❏ No
❏ Maybe
❏

49
 Q10: Do you know someone who would be interested in attending a LovEd event with
you?
❏ Yes
❏ Maybe
❏ No
Q11: What is the maximum amount you would pay for a LovEd event?
❏ $10-$20
❏ $21-$30
❏ $31-$40
❏ $41-$50
❏ $51-$60
❏ I would pay any price, even more than what the options suggest
❏ I would not pay money for a LovEd event

Q12: What is the maximum amount of time you would be willing to stay at a LovEd
seminar?
m less than 1 hour
❏ 1 hour
❏ 2 hours
❏ 3 hours
❏ 4 hours
❏ More than 4 hours

Q13: Click on the link and watch the video below to answer the next section of ques-
tions.

Q14: Video Link: LovEd Welcome. The video will open in a separate window.
Posted by Isabell Springer on Monday, 21 December 2015

Q15: What is the name of the female speaker in the video?

❏ Clarence
❏ Jasmine
❏ Isabell
❏ Merina

Q16: At what point into the LovEd video did you start to lose interest?
❏ 00:00-1:00
❏ 1:01-2:00
❏ 2:01-3:00
❏ 3:01-4:00
❏ 4:01-5:00
❏ 5:01-5:44
❏ I did not lose interest

50
Q17: On a scale of 1 to 7 with 1 being Extremely Likely and 7 being Not Likely At All,
how likely are you to watch more videos like the previous video shown?
______ Extremely likely (1)

Q18: Would you be willing to purchase more videos like the previous one shown?
❏ Yes, I would be willing to pay
❏ No, I would not be willing to pay

Q19: Which title would you consider most credible when discussing your concerns
with love and relationships?
❏ Doctor
❏ Therapist
❏ Expert
❏ Educator
❏ Counselor

Q20: What is your gender?

❏ Male
❏ Female
❏ Choose not to answer
❏ Other

Q21: What is your current age?

❏ 18-25
❏ 26-33
❏ 34-41
❏ 42-49
❏ 50 and above
❏ Choose not to answer

Q22: Do you consider yourself to be:

❏ Heterosexual or Straight
❏ Gay or Lesbian
❏ Bisexual
❏ Other
❏ Choose not to answer

51
LovEd Logo Survey #2
Q1: Thank you for participating in this survey. All responses will be kept anonymous
and no information will be released.

Q2: Which of the following logos represents romantic education best to you?

52
Q3: Which of these logos makes you interested in receiving more information?

Q4: How well does this logo represent Love Education? 5 stars being best, one star be-
ing worst.

Q5: What is your gender identification?

❏ Male
❏ Female
❏ Other
❏ Prefer not to answer

53
Q6: What is your favorite color?
❏ Blue
❏ Yellow
❏ Red
❏ Green
❏ Pink
❏ Purple

SPSS Survey Data Results

video Survey (Survey 1)
● Married or dating: in a relationship= 71.75% said no, they would not attend a
loved event, 18.3% said maybe and 10% said yes
● Single people including divorced, single, and widowed: Do they know anyone who
would be interested: 66.1% no, 25.4% maybe, 8.5% yes
● Single people including divorced, single, and widowed: Would you attend a loved
event: 53.3% said maybe, 40% said no and 6.7% said yes
● Single people including divorced, single, and widowed: 20% know someone who
would be interested, 33.3% said maybe and 46.7% said no.
● Single people including divorced, single, and widowed: 40% less than an hour,
33.3% said one hour, 20% 3 hours, and 6.7% said four hours
● In a relationship married or dating: 50% said less than hour, 25% one hour, 23.1%
two hours, 1.9 3 hours, 0% would be willing to stay for four hours
● People aged 18-33 prefer: 32.9% therapist, 28.6% doctor, expert and counselor are
both at 14.3%, 0% preferred educator
● People aged 34 and up prefer the title: 57.1% therapist, 25% counselor, 14.3% doc-
tor, 3.6% expert, 0% prefer educator
● People aged 50+: comfortable with sharing feelings: 33.3% 3/7, 33.3% 4/7, 16.7%
5/7, 16.7 6/7
● People aged 34-49: comfortable with sharing feelings: 36.4% 4/7, 27.3% 7/7,
18.2% 3/7, 13.6% 2/7, 4.5% 5/7
● People aged 18-33 comfortable with sharing feelings: 33.3% 7/7, 33.3% 5/7, 16.7
6/7, 16.7 4/4

54
Logo Survey (Survey 2)
● Females prefer the pink logo represents love education the best (mean: 2.94/5)
● Males prefer the pink (mean= 2.74/5) logo for love education but less than fe-
males
● Males 50.8% of males prefer the pink logo for love education
● 57% of females prefer the pink logo for love education
● Women prefer blue logo (27%) to receive more information, second was green
(21.3%)
● Men prefer blue logo (38.5%) to receive more information, second was 23.1%
green
● Men’s approval rating is 3.7/5 for yellow original logo
● Women’s approval rating is 3.1/5 for yellow original logo
● Women’s favorite color is: blue (32.8), purple (21.3), green (13.9), pink (13.1),
other (9.8), yellow (6.6), red (2.5)
● Males favorite color is: blue (43.1), red (23.1), green (18.5), other (10.8), yellow
(4.6)

timeline six months

following six pages

55
56
May
 June

57
58
July
 August

59
60
September
 October

November

61
 Appendix b
promotional materials
Newspaper Ad

berelationshipready
Gainesville
Civic Center RelationshipRdy

May 14th @ 6 p.m. isabellspringer

www.berelationshipready.com
Facebook countdown ad for participants to use to show excitement for program.

7 days Gainesville
until Civic Center
May 14th @ 6 p.m.
62
press release example for Dr. springer

News Release
IMMEDIATE RELEASE FOR MORE INFORMATION CON-

TACT
DATE HERE Megan
Stanford
Copywriter
MaroonMediaFSU@gmail.com

Local Relationship Therapist Creates New Model for Love

GAINESVILLE, Fla.- Dr. Isabell Springer, founder of LovEd company, has created a program for peo-
ple who want to become “relationship ready.” Dr. Springer holds in-person, “number of hours,” events
in Gainesville that costs “amount” per person. The event time and location vary, but are posted on the
LovEd website at the time of registration. Dr. Springer defines “relationship ready” as having the ability
to reach emotional maturity by having awareness of yourself and the impact on your partner.

“People are living an entire life without ever being fully known and loved. That is not okay with me,”
said Dr. Springer, founder of LovEd.

The goal of LovEd is to help educate and empower singles and couples, so that good choices can be
made when it comes to love. The events include a lively mix of open discussion, hands-on activities,
online live polling, meeting the founder, and much more.

Dr. Springer decided to become a therapist after having her own experiences with failed relationships.
Dr. Springer went through seeing her parents get divorced, and later on went through her own divorce.
The pain and confusion is what ultimately led her to study why relationships fail and learn how to avoid
making poor choices that lead to heartache.

To learn more about LovEd, events or Dr. Springer, visit BeRelationshipReady.com.

###

63
press release example for before an event

News Release
IMMEDIATE RELEASE FOR MORE INFORMATION CONTACT
February 3, 2016 Courtney Maladecki
Research Director
MaroonMediaFSU@gmail.com

Local Relationship Therapist Hosting Valentine’s Day Love Seminar

GAINESVILLE, Fla.- Dr. Isabell Springer, a local family and relationship expert will be hosting a
lecture and interactive educational experience. Clarity: A Different Kind of Valentine’s Event is a night
consisting of three segments, including dinner and drinks. Everyone from young professionals to older
couples on a date night are welcome to come learn and experience LovEd’s Clarity and its leader and
founder Dr. Springer. A $50.00 ticket includes dinner, drinks, and participants becoming “Relationship
Ready”.

Who: Dr. Isabell Springer, family and relationship expert

What: Clarity: A Different Kind of Valentine’s Event

When: Saturday, February 13th, 2016 from 5:00 p.m. to Midnight

Where: The Wooly

20 N Main St
Gainesville, FL 32601, USA

To learn more about LovEd, events or Dr. Springer, visit BeRelationshipReady.com.

###

64
press release example for AFTEr an event

News Release
IMMEDIATE RELEASE FOR MORE INFORMATION CONTACT
February 14, 2016 Courtney Maladecki
Research Director
MaroonMediaFSU@gmail.com

Local Relationship Therapist Hosting Valentine’s Day Love Seminar

GAINESVILLE, Fla.- Dr. Isabell Springer, a local family and relationship expert hosted a lecture and
interactive educational experience on February 13, 2016. Clarity: A Different Kind of Valentine’s
Event was a night filled with open discussion, hands-on sharing activities, and personal time with the
founder.

“Last night was amazing,” said Dr. Springer, “everyone learned so much and had a great time doing it
too!”

The night consisted of three segments, starting with Discover, where Dr. Springer taught participants
how to keep satisfying, long-lasting relationships. Following was Relate, when partakers interacted
with each other in an open, sharing environment.

Finally, the night ended with food, drinks, and dancing in the concluding segment, Engage. Partici-
pants got to explore 20 interactive stations operated by distinguished Gainesville businesses, with most
offering fun and free samples of their company.

“Dr. Springer really opened up my heart and taught me things about happy, healthy relationships that I
will utilize for the rest of my life,” said participator Megan McClain, “I would definitely attend another
LovEd event, and would highly recommend it to everybody.”

To learn more about LovEd, events or Dr. Springer, visit BeRelationshipReady.com.

###

65
radio script example
This is a sample radio ad advertising the LovEd Clarity Event.

Clarity: A Different Kind of Valentine’s Event!

Dr. Isabel Springer
30 Seconds
Run: January 22, 2016 - February 12, 2016

“Clarity: A Different Kind of Valentine’s Event!” 30 seconds ad – As Recorded

(sfx: none)

WOMEN: All of my past relationships have ended horribly. How do I gain a mature,
long lasting romantic partner?

DR. SPRINGER: Hi, I’m Dr. Isabel Springer and I host Clarity, an event designed to
empower singles to make wise choices in love and encourage couples to enhance their
love relationships.

ANNOUNCER: Come learn how to be relationship ready at LovEd presents Clarity:

A Different Kind of Valentine’s Event, this Saturday, February 13th from 5:00 p.m. to
Midnight.
Interact with other eager learners to acquire the skills to become relationship ready
with Family and Relationship therapist, Dr. Isabel Springer!

66
Sample Facebook Posts

Countdown posts:
The countdown to [LovEd Event] starts now! Reach your full potential and learn how
to make wise choices in your relationships at our event on [Date] at [Time] at [Loca-
tion]. For more information and ticket purchasing, check out our website, BeRelation-
shipReady.com

Weekly posts:
We’re always looking to make LovEd more personal to you. What do you want to see at
our events, on our website and facebook page? What can we improve on?

Read more from [Dr. Springer or other contributor] about [subject of blog] on Love
Is… the official blog of LovEd. [link to blog]

67
Testimonials post Examples:

68
“He was pretty reluctant at first to go, but I really think that by him being there and
participating in the activities, we learned more about ourselves and each other.”
- Angela, age 43

“I would definitely attend another one. I was pretty unsure of what I was getting myself
into at first, but after Dr. Springer started speaking, I realized just how important this
was for the both of us.” - Michael, age 42

69
 appendix c
Contact Sheet
Jacksonville Radio Stations
89.9 FM WJCT Public Radio
Contact: Karen Feagins
VP of Content and Operation
Kfeagins@wjct.org
96.1 FM WEJZ Adult Contemporary
Contact: Renda Broadcasting of
Jacksonville
Request line: 904-721-3696
Studio Fax: 904-725-1590
96.9 FM WJGL Classic Hits
Contact: 904-245-8500
Tallahassee Radio Stations
88.9 WFSU Public Radio
Contact: 850-487-3293
Email: fpr@wfsu.org
98.9 WBZE Adult Contemporary
Contact: Dot Ealy
Phone: 850-201-3005
Email: dot.ealy@cumulus.com
Gainesville Radio Stations
WUFT 89.1 Public Radio
Contact:
Main: 352-392-5551
Newsroom: 352-392-6397
KTK 98.5 Adult Contemporary
Contact: Dick O’Neil
70
Vice President
352-377-0985
dickoneil@entercom.com
Shaun Buford
General Sales Manager
352-377-5713
Sbuford.@entercom.com
Michael Webber
Digital Campaign Manager
352-244-5728
mweber@smarteachdigital.com
KISS 105.3 WYKS Adult
Contemporary
Conact:
Christian Chase
General Sales Manager
Christian@KISS1053.com
Jacksonville Publications
The Florida Times Union
Contact:
904-438-3950
wecanhelp@jacksonville.com
Jacksonville Magazine
Contact:
Amy Robertson
Sales Director
amy@jacksonvillemag.com
mail@jacksonvillemag.com
Tallahassee Publications Gainesville Publications
The Tallahassee Democrat Home Living in Greater Gainesville
Contact: Contact:
Cari Evans 352-372-5854
Advertising Director info@advantagepublishinginc.com
850-599-2189

Mark Hinson The Gainesville Sun

Arts & Entertainment Editor Contact:
850-599-2164 Lynda Strickland
352-374-5079
Andrew Skerritt lynda.strickland@gvillsun.com
Storyteller Editor
850-599-2168 Lisa Wiggs
Advertising Manager
Tallahassee Media Group lisa.wiggs@gvillesun.com
Contact:
850-671-6544
TMG@tallahassee.com Festival Information
Tallahassee Festivals
Tallahassee Magazine The Tallahassee Writers Conference and
Contact: Book Festival
RowlandPublishing September 24th, 2016
http://rowlandpublishing.com/contact-us/ https://twa.wildapricot.org/

Shelby Bouck Gainesville Festivals

Staff Writer Downtown Festival & Art Show
November 5 & 6, 2016
Lisa Sostre http://Gainesvilledowntownartfest.org
Ad Service Coordinator 352-393-8536

Tracy Mulligan Jacksonville Festivals

Ad Services Coordinator Jacksonville Fourth of July Celebrations
July 4th, 2016
http://jacksonville.com/

71
re f e re n c e s
Dawson, A. (2011, October 27). Study says Generation X is balanced and happy.
Retrieved from CNN.com website: http://www.cnn.com/2011/10/26/living/gen-x-
satisfied/

Lavenda, D. (2013, January 24). 10 Steps For Successfully Launching A New Product
Or Service. Retrieved April 05, 2016, from http://www.fastcompany.
com/3004920/10-steps-successfully-launching-new-product-or-service

72
www.maroonmedia.net